In this awards season, many Olympic films will be screened on demand, which is also a very formal Olympic strategy, and for Hollywood in the past, the more important significance of screening is to guide distribution. Pen, fun, and www.biquge.info

As early as decades ago, the major theaters in North America have achieved differentiated screening of films, for producers, in addition to the necessary steps of marketing promotion and media strategy, the formulation and implementation of distribution strategies are also of great significance, such as through the analysis of the data after screening, to determine the target audience of the film, and whether it can enter the mainstream market for distribution, how many screens are more appropriate, distribution cooperation strategies with different theaters, etc.

However, now that the media is highly developed, and there is a medium with a very fast sharing speed such as the Internet, since the 90s, the large-scale distribution of films, the screening and distribution strategy are no longer very related.

Nowadays, when it comes to screenings, the first thing that comes to mind is literary films and awards.

For literary films, it is easy to create a super high reputation by using a very small number of screens to screen on, control the audience of the film, and only attract enthusiasts in this area to enter the theater at the initial stage, which can be said to be an important reason for the generally high reputation of literary and artistic films.

No one can deny that in the case of similar quality films, the fewer people who watch them, the higher their evaluations tend to be.

Award-winning films and commercial blockbusters are completely different existences, and the publicity strategies of the two sides are also completely different, and word-of-mouth and the ratings of various media and even film critics have an important impact on the award-winning films.

The screening also provides an opportunity for some films that do not want to be released on a large scale before the New Year to participate in the Oscar competition, and the works participating in the current Oscar competition must be released before the New Year, which is one of the most basic conditions for applying for the Oscar.

Compared with striving for a high reputation, this can be said to be the most important reason why "Gravity" was screened and opened, the time was too tight, and the copies sent by Warner Bros. to various parts of North America were not fully prepared, so they had to be screened in the most famous cities in North America first.

To put it bluntly, for films like "Gravity", which will be released on a large scale later. There doesn't make much sense to screen it.

On-demand screening, now it is basically dedicated to small-budget independent films.

For example, Duke has conducted in-depth research on the typical "Crouching Tiger, Hidden Tiger" in this regard, screened it before release, and passed a questionnaire survey. Distributors already knew that the film would not be released in the mainstream market, but would target a small group of genre enthusiasts, targeting them as the core audience of the first part.

The scale of this part of the distribution is very small, and there are even only a dozen theaters in the United States, although it was also released at this time. But in fact, for the gradually expanding distribution scale and finally entering the mainstream market, it can also be regarded as "early screening".

"Crouching Tiger, Hidden Dragon" is promoted through the high reputation of the first batch of genre film lovers and the dazzling single-theater box office data, and gradually and orderly expands the target audience and the number of screens released, such as marketing for Chinese and Asian Americans in North America, and the screening theaters are near the gathering areas of these target groups, and then try to seek the mainstream movie-going groups in North America, and then the relevant media will place advertisements.

In the end, it took hundreds of millions of dollars at the box office from North America in the form of ultra-long-term screenings.

This approach is clearly not suitable for Gravity.

From December 26, "Gravity" will be screened in North America with a scale of 50 theaters. For Duke's film, high attendance was almost inevitable, earning $1.68 million on the same day, and a single box office of more than $30,000!

It is not surprising that not only the time period of the film, but also the screens screened are all IMAX screens in super-large theaters.

In contrast to the summer blockbusters, a film released during the awards season must market professional word-of-mouth if it wants to make a difference at the Oscars, but this is just a routine for Warner Bros. every year, and the quality of "Gravity" is completely passable. Word-of-mouth marketing is not a difficult task at all.

"Gravity depicts outer space in a spectacular way that is as groundbreaking as Avatar." -- The New York Times

"Words cannot describe the stunning visual presentation of this space opera, the effects of which can only be fully captured in 3D in a cinema." - Los Angeles Times

Out of 66 media scores in North America, "Gravity" received an average score of 93 points!

High scores are one thing. On the other hand, from December 27, even on weekdays, many theaters in North America have been full, and the box office of a single theater has been maintained at a high level.

By Dec. 31, the Oscars Executive Committee had mailed nomination ballots to nearly 6,000 members. "Gravity" has already taken more than $7 million from North America through screenings, and the single-theater box office in five days has reached $140,000.

Also on Friday, December 31, "Gravity" ended its screening and began to be released on a large scale in North America, with a total of 4,120 theaters.

Due to the previous screening, the film has accumulated huge word-of-mouth and expectations, and the film exploded on Friday, easily taking away $27.65 million.

More importantly, after the large-scale release, the reputation of "Gravity" has not declined significantly.

CinemaScore has a 93% audience praise rate, an average audience score of 'A+', a 9.4 score from 38,775 users on the IMDB website, a 92% audience popularity popcorn index, and an average score of 91 points from 77 Metacritic media reporters.

If the audience's word-of-mouth is more about guaranteeing the box office trend of the film, and it doesn't help much in winning awards, Frank? A related review in Pearson's New Year's issue of Vanity Fair suggests something is heading.

"Gravity has made great innovations and breakthroughs in both form and content - in the space film genre, it is definitely an innovation in film history to use new photography, special effects, and 2D conversion to 3D technology."

"It's a whole new cinematic experience and an emotional experience, it's completely new, and this film goes one step further in creating a whole new world, and it puts you in the middle of the action, and the 3dimax effect makes you feel like you're in the middle of it."

"It's a very different experience that I have experienced when I saw Hubble 3D and the International Space Station at the Cinema Museum, first of all, the genre difference, because the movement of the virtual camera brings a strong subjective feeling that documentaries can't provide, and at the same time it's experimental, pioneering and enlightening - for me, like seeing Pulp Fiction for the first time, the value of Gravity is to prove that 'movies can be made like this', and for that alone, with its super high level of completion, Duke? Director Rosenberg can be classified as a master of cinema. ”

"This 'Gravity' is quite inspiring for all future space films, and even other types of films, and the form and content of this film are highly unified - many critics think that the story of the film is thin, and in my opinion, it is a stress response to encounter a new object."

"I couldn't make any comments for a few hours after watching the film because I didn't know how to evaluate it, and that was my true reaction. In such a story setting, the current story capacity is appropriate, from the traditional point of view, the story looks simple, but because of the breakthrough in the form of the film, the film itself contains a considerable amount of information, the audience has to face a large amount of information processing from the audio-visual and brain level, after the combination of new forms and content, we should also adjust accordingly to find how to look at and appreciate the angle of the film. ”

"So, Gravity is a 'new' film for me from the perspective of film history. I can't draw any more conclusions about this film, as its impact on subsequent films has only just begun. ”

Although there are also people who have watched this movie and given negative reviews, but in terms of commercial films and the mainstream market, Duke's appeal is undoubtedly huge, and the number and scope of influence of 'Duke Blowing' have been expanding in recent years, and some media even say that he is the first director in history to have superstar fans.

Gravity's 3D effects are absolutely outstanding, and that alone is enough to attract a large audience.

On New Year's Day 2011, the day after the film's extensive release, the North American box office rose again, earning $28.54 million in a single day, and still earning $25.77 million despite a downward decline in the box office in the following day.

There is no suspense, "Gravity" easily won the first North American weekend box office in 2011, and the result of $81.96 million is impressive.

Combined with the box office from previous screenings, "Gravity" has taken $89.06 million from North America.

Another point is that "Gravity" has no opponents of the same magnitude at this time, and the first-week box office that lives up to expectations and excellent word-of-mouth is enough to ensure that the film's subsequent box office runs at an extremely stable trend.

Neither Duke nor Warner Bros. were too worried about the commercial success of the film, and on the basis of maintaining sufficient market publicity, their main work gradually shifted to the public relations operation of the Oscars.

Even if Duke, Pani? Kelis, Scarlett? Johnson, Nancy? Josephson and Warner Bros. had done enough to win over Frank? With the support of heavyweight college members like Pearson, the situation is not optimistic at all.

The late release of "Gravity" is an appreciable factor that cannot be ignored, and it also increases the difficulty of the Olympics.

"We missed a series of outpost awards......

In the hospitality room of the Eye-shaped Villa, Pani? Kelis frowned, the current situation is indeed not optimistic, "This has caused a series of negative effects on word-of-mouth marketing, especially for Best Actress, Natalie? Portman swept almost every outpost award for Best Actress. (To be continued.) )

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